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標題: Does the length of a customer-provider relationship really matter?
作者: Chiao, Y.C.
Chiu, Y.K.
Guan, J.L.
關鍵字: relationship marketing;service quality;customer satisfaction;trust;customer loyalty;payment equity;buyer-seller relationships;measuring service quality;consumer;satisfaction;measurement invariance;trust;loyalty;perceptions;performance;model;commitment
Project: Service Industries Journal
期刊/報告no:: Service Industries Journal, Volume 28, Issue 5, Page(s) 649-667.
This study examines both a moderator and a mediator of perceived service quality and payment equity as they relate to customer loyalty in the banking industry. Through the moderating factor, the length of the customer-bank relationship, this study builds a conceptual framework for distinguishing between transactional- and relationship-oriented customers and provides an empirical analysis by using structural equation modelling. The empirical findings of this study, the result of the examination of 610 banking customers, showed that different lengths of the customer-bank relationship form loyalty from different variables and from a different path. For transactional-oriented customers, loyalty was built through the achievement of overall customer satisfaction; whereas for relationship-oriented customers, loyalty was built through the establishment of trust. Suggestions and limitations based on the finding are also discussed.
ISSN: 0264-2069
DOI: 10.1080/02642060801988191
Appears in Collections:期刊論文

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